LUSH to farewell social media?

The UK arm of LUSH Cosmetics has announced that it will be drastically changing its social media strategy going forward.

In an Instagram post on the LUSH UK profile, the caption states that the brand has decided to bid farewell to some of its social channels and instead open up the conversation with its consumers elsewhere.

"Increasingly, social media is making it harder and harder for us to talk to each other directly,” the post read. “We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed. So we’ve decided it’s time to bid farewell to some of our social channels and open up the conversation between you and us instead.⁣”

Instead of social media, the LUSH UK team will be available via phone, email, or live chat on the website, the caption finishes. 

The Australian branch of LUSH has not made any similar announcements and informed BEAUTYDIRECTORY this morning that it will be business as usual for both its Australian and New Zealand channels.